Thu, August 09 2007

Should you social network?

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Social Media •

It seems like a new social network or social network application targeting do-gooders sprouts up every day - like, zaadz or razoo, Causes on Facebook, etc.  So what is an overwhelmed do-gooder to do?  What should a nonprofit do?

My clever colleague Justin Perkins of Care2 has some great materials to help you weigh the relative merits and risks of investing in social networks.

First, he does a nice analysis of the “Long Tail” of Facebook causes here.

Second, he created a nifty ROI calculator to help you decide which investments are worth an effort.

Both are required reading! 

And listen to the bottom line:

The same old organizing rules still seem to apply, though there are some obvious advantages to playing in social networks if you are promoting a nonprofit cause.  Social networks are different from other mediums, in that they tap into some basic human needs in a new way—the need to be part of a group, the need to be creative, and the need to have a voice heard in a public forum. But it’s tough to get in the middle of that, as an organization.  It can take a lot of time.

In the meantime, on a self-promotional note, don’t forget that you can create a Six Degrees badge that works on many social networks—as a way to experiment to encourage supports across different platforms!  (Six Degrees is part of Network for Good, where I work).  You could win a $10,000 matching grant if you’re really good at it!

  • Comment: (3)   


Cool materials, I’ve already seen it. They can really help to weigh the relative merits and risks of investing in social networks.

Posted by babytype  on  08/09  at  12:49 PM

Hey Katya,

Thanks for posing the question about the value of social-networking.  There are so many sites out there to choose from, it could definitely get overwhelming. 

We at Razoo do think there’s value in it, not just for individuals, but for organizations.  It’s a great way for non-profits to engage their constituents, and to bring them together and watch the energy grow around their cause. 

To support our belief in the value of organizations investing in social-networking, we’ve recently launched a $10,000 contest for groups.  Any organization can create a group on Razoo, and when they recruit 100 members to their group, they’re automatically entered to win $10,000.  You can check out the details here:

I appreciate the good stuff in your blog, and welcome your comments on our Good Happens blog (


Posted by Rebecca Carpenter  on  08/14  at  08:50 PM
Katya Andresen's avatar

Thanks, Rebecca!  A colleague of mine was at your DC happy hour last week.  Sadly, she arrived a few minutes too late to participate in speed granting.  Great idea to have contests - it’s certainly helped generate donations at for us.  Keep us posted on your good work.

Posted by .(JavaScript must be enabled to view this email address)  on  08/15  at  07:07 PM

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